Baked doughnut specialist Dum Dum Donuts has unveiled a new 6,000 sq ft bakery, innovation, and training facility in Brentford.
The family-owned firm said the multi-million-pound investment marks a major milestone in its long-term growth strategy and supports its next phase of expansion with ambitious plans over the next five to 10 years.
As a centre for innovation, Dum Dum said the new hub will enable its team – including recent pastry chef hires – to develop “ground-breaking bakery products that respond to both current and future consumer demand”.
It comes at a time when the brand is restarting its retail estate with a new Dum Dum Donutterie site in Wembley Park, having previously been forced to scale back operations and shutter all 16 of its shops due to the pandemic. Founded as a pop-up in Stratford by Paul Hurley in 2013, it opened its first bricks-and-mortar site at Boxpark Shoreditch the following year, later expanding to run stores in London, Brighton, Windsor, Birmingham, and even in Dubai. It also gained a Harrods listing.
Several new stores are already in the pipeline for 2026, with the company noting it has capacity to open more than 10 shops per year. It also has plans to develop wholesale partnerships and launch direct-to-consumer nationwide delivery from the start of Q2.
Its range of croissant/doughnut hybrids and baked doughnuts is made using natural ingredients with no artificial colours or preservatives. Among the croissant doughnuts are the likes of the Zebra (chocolate buttercream filling, topped with chocolate ganache and shavings), the Yum Yum (dulce de leche buttercream filling, glazed and drizzled with double chocolate), and the Cronutella (Nutella-infused filling topped with chocolate ganache and roasted hazelnuts).
Baked doughnuts, meanwhile, come in flavours such as Boston Cream, The Galaxy, Blueberry Crème, and Crème Brûlée. Dum Dum is also planning to relaunch its giant doughnut cakes soon, which comprise of two 10” cronuts on top of each other filled with buttercream and hand-finished to look like a celebration cake.
“We’re incredibly excited for 2026,” commented founder Hurley. “We’re now fully prepared to grow again in a new landscape with different consumer demands and financial realities.
“We’ve got so many ideas and can’t wait to bring people the doughnuts they know and love. We’ve spent a long time refining our recipes – our donuts are better than ever, and still baked, never deep-fried,” he added.
Coincidentally, Planet Doughnut unveiled a new product development kitchen last month created at its existing bakery in Shrewsbury. Sweet treat brand Mr Whippy also announced a major play for the UK doughnut market with a new £15m factory in Sheffield.
No comments yet